Personal Brand Strategizing in Digital Mediatization: Game-Theoretic and Behavioral Approaches

Sergey Vartanov; Anna Khvorostyanaya

doi:doi:10.21603/2782-2435-2023-3-2-218-233

UDC 303

Personal Brand Strategizing in Digital Mediatization: Game-Theoretic and Behavioral Approaches

Published в Strategizing: Theory and Practice · Volume 3, Issue 2, 2023 · Pages 218–233 · Rubrics: Sectoral, Industrial, and Corporate Strategizing

DOI 10.21603/2782-2435-2023-3-2-218-233

Received: 10.01.2023 Accepted: 16.03.2023 Published: 19.04.2023 Language of publication: RUS

Authors

Sergey Vartanov ¹ · Anna Khvorostyanaya ² iD

1 Lomonosov Moscow State University
Moscow, Russian Federation

2 Lomonosov Moscow State University
Moscow, Moscow, Russian Federation

ABSTRACT

A personal brand unites one’s exceptionalism, individual traits, professionalism, experience, and reputation. In the era of the global digital media and strategic communication, a personal brand becomes a strategic asset that brings financial benefits. Its strategic role at the labor market is that it can increase one’s income, if properly invested in. However, the theory and methodology of strategic branding at the labor market remains understudied. The present research objective was to prove the effectiveness of investing in a personal brand in order to achieve strategic goals at the labor market. To analyze the basic concepts of signaling models and the game theory, the authors used the theory and methodology of strategizing developed by V.L. Kvint, Dr.Sc.(Econ.), Foreign Member of the Russian Academy of Sciences (Life-time). The authors believe that the era of information economy have turned strategic brands into a signaling mechanism. The relationship between personal brand and reputation forms the basis of the behavioral direction, which uses behavioral economics to define the effect of reputation on the labor market and employee behavior. The strategic development of a personal brand increases its competitiveness at the labor market, and a tailored employment strategy is likely to be successful in the long run. Keywords: personal strategy, brand, signaling, media system, labor market

KEYWORDS

personal strategy brand signaling media system labor market

Information Text References

Authors:

1. Lomonosov Moscow State University

Moscow, Russian Federation

2. Lomonosov Moscow State University

Moscow, Moscow, Russian Federation

Type:

Article

Pages:

from 218 to 233

Status:

Published

Subject area:

UDC 303

Language:

Russian, English

Keywords:

personal strategy, brand, signaling, media system, labor market

Text

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